Vertical Search Is The Next Frontier
Experience Optimizing Meta Search Programs
DMW Agency has been managing meta-search programs alongside paid search, display and local, travel CPC programs for approximately 2 years. During this period, we have learned a lot about this new, fast-growing media category. First of all, consumers love meta-search (aka vertical search). By providing real-time rates for the dates of interest, consumers feel empowered and in-control of the hotel buying process. We quickly realized that, like, paid search, we needed to leverage technology and programmatic bidding algorithms to grow both revenue and profits for our clients. DMW now runs programs on the following meta sites:
- Google Hotel Ads
- TripAdvisor Show Prices and Instant Book
- Long-tail Meta sites
Requiring Solid Feed Management & IT Collaboration
DMW has gained valuable best practices and know-how regarding this key difference between meta search and paid search. Meta requires feed connectivity and management necessitating a close working relationship with the technology team. DMW has this competency.
From a channel management perspective, smart meta search management and investment is key to shifting revenue contribution share from intermediary to the direct web channel. Contact us to learn more about this important programmatic media category for the travel industry.